Genesis House

Brand Book

Hyundai motor’s luxury subsidiary, Genesis, opened an ultra-haute space in the Meatpacking District a few years ago. The space is home to a Michelin star restaurant, a one-of-its kind enormous 180 immersive LED screen, showroom, tea room and a gargantuan high-line terrace. They host fashion events, robotics and art installations, and lots of other stuff. All this is great, but has proved tricky to weave into a single brand identity.

Based on the very few (and rigid) Genesis Global design principles established in the relatively new brand (2014) I created a brand identity, including all the usual trimmings: core principles, tone of voice and guides for application across platforms and communications.